cultural differences and similarities
of target locales empowers marketing
profess ion als to realise that on e
universal mess age, whether
verbal or visual, can never reach
a global audience.
For example, a commercial for a restaurant targeting a high-context culture might focus on the family having fun together while enjoying the meal; here the non-verbal cues, such as the family sharing smiles and laughter, would stress the togetherness that the meal generates. However, a commercial targeting a low-context culture would emphasise dialogue and advertising copy, for example, the announcer stating, ‘Spend some quality time with your family when you share a meal at Café Georges’. The commercial would leave less for the
viewer to infer compared to a commercial targeting a high-context culture where assumptions can be made about shared knowledge and experience.
Shared background
Members of high-context groups tend to rely on shared background to explain many situations. This shared background could apply to a whole nation or, just as easily, a homogenous class of college students. When a society or group have close
connections over a long period of time, then the individuals within that group will usually know what is expected of them without verbal direction or explanation. People in these kinds of group infer meaning from non-verbal cues. These high-context consumers tend to notice nuances in commercials that are not contained
in the advertising copy or dialogue, whereas members of low-context groups (with more disparate backgrounds and fewer shared norms and values) focus more on the literal meaning of the copy itself.
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high context
cultures that focus on streams of information that surround an event or situation in order to determine meaning from the context in which it occurs
low context
cultures that fi lter out conditions surrounding an event to focus as much as possible on words and objective facts
High-context culture
Many covert and implicit messages, with use of metaphor and reading between the lines.
Inner locus of control and personal acceptance for failure.
Much nonverbal communication.
Reserved, inward reactions.
Strong distinction between ‘in-group’ and ‘out-group’. Strong sense of family.
Strong people bonds with affi liation to family and community.
High commitment to long-term relationships. Relationships more important than task.
Time is open and fl exible. Process is more important than product.
Factor
Overtness of messages
Locus (placement) of control and attribution for failure
Use of non-verbal communication
Expression of reaction
Cohesion and separation of groups
People bonds
Level of commitment to relationships
Flexibility of time
Characteristics of high and low cultural context
High- and low-context cultures vary on several dimensions, including use of non-verbal signals, the directness of communication and the perception of time and space. All of these variables could impact marketing strategies targeting groups from different cultural contexts.2 Low-context culture
Many overt and explicit messages that are simple and clear.
Outer locus of control and blame of others for failure.
More focus on verbal communication than body language.
Visible, external, outward reaction.
Flexible and open grouping patterns, changing as needed.
Fragile bonds between people with little sense of loyalty.
Low commitment to relationship. Task more important than relationships.
Time is highly organised. Product is more important than process.
Targeted product design
In the US, Interstate Bakeries Corporation is a well-known manufacturer of snack foods, including Twinkies, CupCakes and Ding Dongs. In order to target the growing Hispanic market, the company launched a new line of snacks specifi cally designed with the Hispanic consumer in mind. The line was launched under the
Hostess brand, and appropriately named Las Delicias de Hostess. The new line included ten new snack
cakes. It featured pastelitos (cakes fl avoured with pineapple, strawberry or chocolate); panque (mini-pound cakes with strawberry and pineapple fi llings); cupcakes with pineapple or
dulce de leche fi llings; and concha
(a chewy yeast roll with sugar topping). These snacks all contain fi llings or fl avours that are traditionally popular with Hispanics.4
Targeting immigrant groups is impacted by level of acculturation
Related to the concept of high or low context is the idea of acculturation. Many immigrants in the United States, and in some European countries, come from high-context cultures, whereas the majority population tend to be low context. When developing marketing strategies, businesses need to be aware of how much of the original culture these immigrants have maintained. Some immigrants assimilate into the majority culture and quickly adopt their norms, and behaviours (including consumer behaviours). Others undergo a process of partial
acculturation. This is the adaptation to one country’s culture by someone from another country.3 Many immigrants hold on to the beliefs and practices from their original culture and do not fully adopt the practices of their new home. This can prove diffi cult for marketers who are targeting these groups, since they may not be fully aware of the cultural differences between the groups and may not be able to create effective marketing strategies as a result.
Targeted advertising and promotion Advertising and promotion strategies are also infl uenced by the preferences of the target group. This becomes much more salient in the case of ethnic groups whose cultural norms and tastes are different from the majority group in the society. Promotion strategies designed for wider society may not be effective in targeting specifi c ethnic or social groups. The cultural norms of the target market must be taken into consideration when designing promotion strategies.
For instance, in many Asian cultures white is the traditional colour of sorrow and mourning. So, when creating a commercial for life insurance services targeted at older Asian consumers in the UK, images of models wearing black at a funeral may not be appropriate. Additionally, accommodation theory would dictate that the spokespersons in commercials directed to specifi c ethnic groups should look like the target audience. This can result in a more favourable response from the audience.
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accommodation theory efforts on the part of the
communicator to make themselves as similar as possible to their audience in order to improve communication
acculturation
the adaptation to one country’s culture by someone from another country
assimilate
absorb and integrate (people, ideas, or culture) into a wider society or culture